Ghana Scores Big with Sports Tourism, Eyeing Global Travel Market
Ghana is actively enhancing its status as a prime sports tourism destination, capitalizing on the global appeal of football and other sporting events to draw visitors and boost its travel sector. The Ghana Tourism Authority (GTA), under the guidance of CEO Maame Efua Houadjeto, is pursuing strategic partnerships with sporting clubs, particularly football teams, to elevate Ghana’s visibility on the world stage. This proactive approach mirrors successful models like Rwanda’s collaborations with PSG and Arsenal, which have significantly amplified the country’s tourism appeal.
A recent highlight of this strategy was a vibrant watch party in Accra for the FIFA Club World Cup 2025 final. This event, co-hosted by the GTA, Tribe Culture Fest, and the U.S. Embassy in Ghana, brought together football enthusiasts, creatives, and cultural aficionados for a lively celebration of sports and community. Attendees enjoyed a live stream of the match alongside captivating cultural performances by groups like the Ghana Dance Ensemble, showcasing Ghana’s rich artistic heritage through traditional music and dance. Local food and drink vendors added to the festive atmosphere, creating a holistic experience that highlighted Ghana’s diverse offerings.
Deputy CEO of the GTA, Gilbert Abeiku Aggrey, emphasized the significance of these initiatives. “Sports bring people together, and tourism promotes cohesion and unity,” he stated, underscoring the GTA’s commitment to leveraging sports as a tool for national unity and international partnership. He highlighted the importance of supporting not just the sport itself, but the entire ecosystem surrounding it, from event setup and entertainment to hospitality, recognizing the substantial contribution these elements make to the local economy.
The partnership with the U.S. Embassy signals a growing collaboration between Ghana and the United States in the realm of sports and cultural exchange. Matthew Asada, Press Attaché at the U.S. Embassy in Accra, expressed enthusiasm for the joint effort, stating, “Football, or soccer as we call it, brings us together.” He highlighted the expanding opportunities for collaboration between the two nations, particularly in the lead-up to the 2026 FIFA World Cup, emphasizing that the current partnership is “just the beginning.”
The GTA’s strategy extends beyond football, encompassing a broader vision for sports tourism. The Authority is actively exploring partnerships with other sporting bodies and promoting events like marathons, youth football tournaments, and beach sports festivals. These initiatives are designed to diversify Ghana’s sports tourism portfolio and attract a wider range of international visitors. The GTA is also keen to integrate sports tourism with heritage and ancestral tours, offering diaspora travelers a unique opportunity to connect with their roots while enjoying exciting sporting events.
Ghana’s focus on diaspora engagement is a key component of its sports tourism strategy. Building on the success of the “Year of Return” initiative, the GTA is developing programs specifically tailored for diaspora travelers, including streamlined visa services, curated sports tourism packages, and exclusive travel benefits. These efforts aim to strengthen ties with the global Ghanaian community and leverage the diaspora’s passion for sports to drive tourism growth and economic development.
For African travel agents, Ghana’s burgeoning sports tourism sector presents exciting new opportunities. The GTA’s commitment to international partnerships, innovative programming, and diaspora engagement creates a dynamic landscape for travel professionals to craft unique and appealing itineraries. By incorporating sports tourism into their offerings, agents can tap into a growing market segment and provide clients with unforgettable experiences that combine the thrill of live sports with the richness of Ghanaian culture and heritage.
Ghana’s strategic approach to sports tourism, coupled with its focus on international collaboration and diaspora engagement, positions the country as a rising star in the African travel market. As the GTA continues to develop innovative programs and partnerships, travel professionals should keep a close eye on Ghana’s evolving sports tourism landscape, as it promises to offer a wealth of opportunities for growth and collaboration in the years to come.
